ABOUT

Concept:

Established in 2018 by Michael Bloomberg, the New Economy Forum is a community of global leaders engaging with the world’s most significant changes and challenges. The inaugural event was held in Singapore on November 2018, bringing together business, government and social leaders such as Henry Kissinger, Janet Yellen, Arianna Huffington and Bloomberg himself.

Given the status of the World Economic Forum in Davos, the New Economy Forum in Singapore needed to differentiate itself. The forum intended to bring together a new community of leaders to work together to create solutions to global challenges and shape the new economy. We wanted to engage our audience from end-to-end in a brand journey that reinforced our mission statement and served as a call-to-arms.


Execution:
Working backwards from the initial brief, we developed a sleek branding that drew the line between well-established competitors and us, while representing a forward-thinking forum that is optimistically solutions-focused. Ad placements, including a two-day cover wrap on the Singaporean version of the Financial Times, Businessweek ads and banners and an OOH take-over at Changi airport were executed to create excitement in the weeks and days before and during the forum. The creative approach leveraged the power of our Bloomberg media channels to generate interest around the live streaming and the content hub. From anthemic pieces that explained the event's purpose to subject-focused pieces, we designed a campaign that would help us present the New Economy Forum to a well-heeled, highly influential audience. The media plan evolved during the campaign itself resulting in a combination of house, barter and paid placements that ran globally. Over a thousand 15-, 30-, and 60-second television spots aired as well as on radio. We also helped bring the branding to live at the event, collaborating with the organization, making sure that every piece seamlessly—from screens to dinner menus—was an effective representation of the brand.

Results:
Our identity contributed to establishing a very strong brand for the summit on year one. It works globally since it takes into consideration transcontinental aesthetics.. 400 world leaders from 51+ countries attended, representing 83% of Global GDP and a combined market capitalization of $4.14 trillion. Not to mention over 3 billion total media impressions.